Innovative poster designs: A shift toward visual representation of data (2024)

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Poster presentations are a valued component of the professional life of a pharmacist, allowing presenters to share their research findings and innovative ideas with colleagues. However, flaws in the traditional poster design often limit the value of these poster sessions for both presenters and audience members. Presenters are challenged to present information in a way that balances attracting attendees to the poster and clearly conveying research findings.¹ Oftentimes, presenters are eager to share their research findings in detail, leading to complex, dense posters.¹ Audience members attend poster presentations with the intent of coming away with new ideas and information to incorporate into practice but often feel overwhelmed by the rows of text-saturated displays. These verbose posters, in addition to lengthy “elevator speeches,” limit the total number of posters audience members can consume during a session.

Due to the barriers identified, recent attention has focused on revamping the traditional poster format.^2,3 Several alternatives to the traditional poster, such as the Better Poster, Butter Poster, and “L” Poster, have been developed and are gaining popularity in an effort to make posters more engaging for the audience. These new designs introduce negative space, utilize a more concise presentation of ideas, and incorporate graphic design principles. Emphasizing typography and utilization of bright colors, with a summary of key points as text or an infographic, presents findings in a meaningful way. The purpose of this article is to outline and compare the differing poster formats and provide a resource to create more impactful posters.

Traditional poster design.

The traditional poster design (Figure 1a) has been the dominant template displayed at poster sessions across different disciplines since the inception of the scientific poster.⁴ As a result, presenters are comfortable with the creation of this type of poster, and preceptors have historically utilized this template to guide students and residents through the poster presentation process. The prevalence of this format ensures an abundance of resources to guide researchers in creating a traditional poster. Therefore, this design is likely the least time-consuming to create and will be perceived as an advantage by busy pharmacy students, residents, and practitioners.

Familiarity with this poster format also extends to audiences, who easily recognize the template at conferences. The audience feels comfortable critically evaluating this type of poster and drawing conclusions about the research independent from the presenter’s verbal explanation. This design enables the methods and results sections to be more carefully critiqued for flaw or bias. Presentation skills, while still very important, are not essential to convey the message.

Structurally, the traditional poster allows for incorporation of detailed results to convey a greater portion of data to the audience. The design gives ample room for charts and graphs to visually display data while also allowing room to include text, in addition to an optional Quick Response (QR) Code (Denso Wave Incorporated, Agui, Japan) for additional information. It also mirrors the format of written publications, making it easier to incorporate poster information into a publication or vice versa.

There are disadvantages, however, to the traditional poster. This design was created to include all of the key elements of a research project but may not be as aesthetically pleasing as a result. Common feedback given to poster creators is that their poster is “too wordy.” The format is very rigid and may lead to important information being excluded if it does not easily fit the template.

The completeness of this poster presentation format requires less audience engagement, since viewers are able to read a comprehensive summary of the research on the poster itself. However, audience members may be overwhelmed while trying to interpret an excess of information and might miss the key takeaways of the poster. This also detracts from the presentation aspect of the poster presentation, as viewers do not need to interact with the presenter to understand all of the aspects of the poster.

Better Poster design.

The Better Poster design (Figure 1b) focuses on moving away from text-heavy posters with the goal of increasing audience engagement and understanding.^2,3 The Better Poster was created by Mike Morrison, a doctoral student at Michigan State University, who broke away from the traditional poster to disseminate key research findings in the scientific community in a more efficient way.^2,3 Following release of Morrison’s how-to YouTube video and press exposure, this poster format is gaining popularity with presenters who want to stand out at conferences with a bold, unique poster design that attracts the audience’s interest.

Compared to traditional academic posters, the Better Poster is simplified and highlights the main idea in a meaningful way. The main research finding is displayed prominently in a central section of the poster in a large, easy-to-read font. Study details, which may take up space as written statements on traditional posters, are instead linked through a QR Code listed underneath the main finding. The left side of the poster includes a structured abstract with abbreviated sections on the introduction, methods, results, and discussion. The purpose of the left side is to allow someone to read and learn about the study without having to engage with the presenter. The right side typically includes a section with key tables, figures, and/or graphs. This right-side section should also include any information the presenter may want to have readily available while discussing the poster.

This design fosters conversation about the research since it is eye-catching and visually unique. It forces presenters to focus on what is most important in sharing their findings. A disadvantage to this poster is that the tables, figures, and graphs are smaller. Therefore, presenters are limited with regard to the level of detail that can be included, as it can be difficult to visually see the results and data. The abbreviated abstract, while allowing the presenter the advantage of having a more engaged audience, could also make it harder for the audience to fully interpret the study if the presenter is not nearby.

Butter Poster design.

Derek Crowe, a doctoral student in biomedical genetics at the University of Rochester, took inspiration from Morrison’s Better Poster and created his own poster design, the Butter Poster (Figure 1c).⁵ Crowe’s background in visual communication and design led him to apply design tools such as a grid, visual hierarchy, white space, and typography to create his unique poster.⁵

Like the Better Poster, the Butter Poster encourages presenters to distill their message and develop an eye-catching title to convey the basic message of the poster. Contrary to the Better Poster, the Butter Poster encourages presenters to utilize all available free space and formulate both short (30 seconds) and long (2 minutes) versions of the poster synopsis, or “elevator speech.” Short versions may simply highlight a graphical abstract while longer versions may involve a closer look at the data. The Butter Poster breaks information down into multiple, clearly defined “slides” that are able to accommodate variations in length and depth of presentation. A clear title, highlights section, summary section, and graphical abstract section provide adequate information for the audience to quickly review the poster, whether or not the presenter is present. The highlights set the stage for additional, in-depth sections of the poster, designed to tell their own story. Crowe encourages presenters to get to know their audience and tailor the presentation to the audience’s expectation, background, and level of engagement. The Butter Poster encourages the use of figures, tables, and graphics to display results. The smaller sections allow for more graphics than the traditional poster. QR Codes may also be incorporated into the design.

With this innovative poster, there are a few limitations. This is a more graphical and visually complex design that may challenge traditional audience expectations. Also, the text is smaller than in the traditional poster. Smaller text size requires a closer interaction with the poster and may limit the number of audience members who can effectively review the poster at one time. The freedom and flexibility of this design will not breed consistency between posters and will require audience members to orient themselves to each specific poster, which may be frustrating to audience members. This may also inhibit the audience’s ability to review the poster in a timely fashion. However, a clear elevator speech may mitigate this limitation. Due to the complex design and incorporation of more graphical abstracts and tables and/or figures, this poster may require more time to compose than other designs. Many of these limitations would be overcome through increased exposure to this poster.

“L” Poster design.

The “L” Poster design (Figure 1d) was created to further improve the Better Poster concept by rearranging the display to provide a concise summary of the research project.² As in the Better Poster, the title is displayed prominently with the intent that the title will summarize the central take-home message of the poster for a viewer. Attendees can easily draw conclusions from the poster by using the succinct, informative title as a guide.²

The name of the L Poster is derived from the design itself. In this poster type, the title (representing the main idea) is displayed in a large corner box, and the content of the poster is oriented in an L shape around the main idea. In comparison to the Better Poster, the design of this poster is less interrupted, and the flow of information from beginning to end is more apparent to viewers. This design will appeal to attendees who enjoy a more modern poster and can include QR Codes to link additional information. This design also allows the presenter to minimize information like funding, acknowledgments, or conflicts of interest, which are included for reference but may take space away from the main points of a traditional poster.⁶

The images and diagrams included in the L Poster play a prominent role, as images are the preferred method for displaying research findings and results. Flow charts, pictures, and graphs aid the viewer in observing visual differences in the findings. These graphics also help attract attendees to the poster, creating an interesting focal point in a row of traditional posters.

Presenting the results as visual images does present some challenges, as not all research project results can be summarized within a graph or figure without any written explanation. When utilizing the L Poster, it may be important that the presenter stand close to the poster in order to offer further explanation, as viewers who are reviewing only visuals may misinterpret the findings. In addition, as the images are the central component of the poster, this poster type does not lend itself well to research projects wherein the results cannot be presented visually.

Closing notes.

The traditional poster format provides familiarity and detail, but presenters may wish to consider the merits of an alternative poster design when preparing for their next conference. The traditional format is recognizable, easier to develop using published resources, and provides a detailed review of all aspects of the study design and findings. Conversely, the format is not as aesthetically pleasing, may be overly verbose, and can be less engaging for audiences. The Better Poster highlights the main idea, sparks conversation, and is eye-catching, but limited detail and smaller graphs and/or tables are potential drawbacks. The Butter Poster emphasizes the main message, allows for short and long elevator speeches, and provides a heavier focus on graphics. However, the smaller text and greater variability in design could detract from audience comprehension. The L Poster provides a concise summary and a clear flow of information where images play a central role. This focus on visual imagery necessitates the presenter be near the poster to explain details to the audience.

Using a nontraditional format may feel risky for some. Presenters want their work to stand out but also want to avoid it looking out of place. Residency program directors and conference organizers can play a key role in promoting acceptance and utilization of these novel poster formats. Adding nontraditional poster templates to the standard institutional poster template can help these new designs to gain popularity and more general use.

When deciding amongst these diverse poster formats, discuss with your research project team which poster design would be most appropriate for the type of study question, audience, and time allotment for the poster session. Would the traditional poster, Better Poster, Butter Poster, or L Poster best represent your research and enhance your poster experience? The careful selection of poster design format can dramatically affect the viewers’ perception of your project and help you reach your goal of making your poster stand out from the crowd.

Acknowledgments

The authors acknowledge 2019-2020 ASHP New Practitioners Forum Career Development Advisory Group members Tristan Maiers, PharmD, David Quach, PharmD, and Stephanie Bills, PharmD, for their contributions to research. The authors also thank the 2020-2021 New Practitioners Forum Career Development Advisory Group and Executive Committee for feedback on this article.

Disclosures: The authors have declared no potential conflicts of interest.

The New Practitioners Forum column features articles that address the special professional needs of pharmacists early in their careers as they transition from students to practitioners. Authors include new practitioners or others with expertise in a topic of interest to new practitioners. AJHP readers are invited to submit topics or articles for this column to the New Practitioners Forum (newpractitioners@ashp.org).

References

Published by Oxford University Press on behalf of the American Society of Health-System Pharmacists 2022.

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